Strategy · Execution · Reporting
Outsourced Marketing Department.
One point of contact for your law firm’s marketing.
Your website, SEO, paid ads, social media, email, and reporting should not be six separate jobs for your firm to manage. Baltzer Marketing handles them together.
You have one point of contact for the work. You do not have to coordinate an SEO company, an ads company, a web developer, and everyone else involved. We manage the marketing and measure it by the qualified leads and signed cases it produces.
We manage the work from visibility through intake, with reporting that connects marketing to qualified leads, consultations, and signed cases. We set up the CRM connection as part of the work.
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Google Partner and Microsoft Advertising Certified Professional.
You Hire Us to Manage the Marketing, Not Just One Service
Most marketing agencies are hired for one thing. You hire an SEO company for SEO, a PPC company for ads, or a web company for the website.
An outsourced marketing department is different. We look at the marketing as a whole. If the firm needs more content this month and more attention on paid search next month, the work can change. We use the results to decide what needs attention next and recommend where the budget and effort should go.
We Manage the Strategy and the Work
A law firm needs someone to decide what to work on, manage the different channels, keep the website current, create the content, watch the numbers, and make changes when something is not working.
We handle those functions for you.
Strategy and budget. We decide what needs attention first, recommend where the marketing budget should go, and adjust the plan as the results come in.
Law firm SEO. We work to improve your firm’s organic visibility for searches related to its services and markets.
PPC. We run paid search campaigns for the searches worth paying for in your market.
Social media advertising. We run paid campaigns on Facebook, Instagram, TikTok, and other platforms selected for the campaign.
Local search. We manage the parts of local search that help people find and choose your firm, including your Google Business Profile, map visibility, and reviews.
Website design and upkeep. We build and maintain the website your other marketing sends people to, with a focus on turning visitors into consultations.
Content creation. We create service pages, articles, and other useful content based on search data and the firm’s work.
Social media management. We keep your firm visible to the people and communities that may hire you or refer someone to you.
Email marketing. We use email to stay in touch with past clients, referral sources, and other people who already know your firm.
AI search visibility. We improve the information AI search tools can find and cite about your firm, its services, and the markets it serves.
Intake guidance. We review how incoming calls are handled and give the people answering the phone specific feedback.
Reporting. We report the qualified leads and signed cases the marketing produces, in plain English.
Your firm keeps ownership of all of it. The website, ad accounts, Google Business Profile, and content belong to your firm. They are kept in accounts registered to the firm, and they stay with you if we ever part ways.
Results in One Channel Inform the Work in Others
What happens in one part of your marketing often tells us what to do somewhere else.
An article that starts ranking can become the next newsletter and give us material for social posts. From paid search we can see which searches are producing good leads, and we use that to decide what pages to create next. If a page starts ranking well organically, we may be able to use the paid budget somewhere else.
The same thing happens after someone becomes a lead. If the ads are producing calls but those calls are not becoming consultations, the problem may not be the advertising. Listening to the calls helps us tell the difference.
Managing the website, search, advertising, content, and reporting together lets us use that information across the engagement.
It also means one point of contact for your law firm’s marketing.
With separate vendors, someone at the firm has to keep everyone informed. The SEO company may not know what the PPC company learned. The web developer may not know what is happening with intake. Your firm ends up passing information from one vendor to another and deciding who needs to do what.
With Baltzer Marketing, that coordination is our job.
What happens when the phone rings
Intake Is Part of the Department’s Job
Getting the call is only part of the job. What happens when someone answers it matters too.
We review incoming calls generated by the marketing and look at how they were handled. Did someone answer? Did the caller understand the consultation? Was the fee explained clearly? Did the caller get a clear next step?
We use those calls to give specific feedback to the people handling intake.
We also look at the offer itself. If people repeatedly object to the consultation fee, we want to know that. If competitors in the market offer free consultations, that matters. If paid calls regularly go unanswered, that matters too.
Those issues affect the percentage of marketing leads that become clients, so we review them alongside SEO, ads, and the website.
Book a discovery call and walk us through what your firm’s marketing looks like today. On the first call, we look at what you already have and where the gaps are.
Compared With Building an In-House Team
A real in-house marketing department requires more than one skill set.
Someone has to manage the marketing. Someone has to write. Someone has to run the ad accounts. Someone has to handle SEO and the website. One employee can cover some of those jobs, but PPC, SEO, writing, design, and strategy are different kinds of work.
Larger firms can hire several marketing employees and build that team internally. For some firms, that is the right choice.
For most small and growing law firms, building a full in-house marketing department is harder to justify. One experienced marketing hire means a full salary, software costs, and another employee to manage, while the firm still has one person trying to cover several different areas.
Outsourcing gives the firm access to the strategy, execution, systems, and tools without having to build and manage the department internally.
Another option is to hire several outside vendors. That can work too, but someone at the firm still has to manage them. The outsourced department model is for firms that do not want marketing coordination to become another job for the owner or managing partner.
Compared With a Fractional CMO
A fractional CMO is a part-time marketing executive. The CMO helps decide what the company should do and directs the people responsible for doing it.
That can work well when a company already has a marketing staff.
A law firm without a marketing staff has a different problem. It does not just need someone to decide what should happen. It also needs the work done.
An outsourced marketing department provides both strategy and execution.
If your firm already has people who can do the work and only needs direction, our law firm marketing consulting engagement may be a better fit.
Reporting Follows the Lead Past the Click
Every month, we report the qualified leads the marketing produced, and the consultations and signed cases those leads become.
We set up the CRM connection as part of the work.
You’ll know what we worked on, what happened, and what we plan to do next.
Your Firm Approves Everything Before It Goes Public
We draft it. Your firm approves it.
Content, ads, and social posts go to you before they are published. You review finished work instead of having to create it yourself.
Rated by the law firm owners we work with
Questions Law Firms Ask About Outsourcing Marketing
Which firms fit the outsourced department model?
Usually, it is a small or growing law firm without one person responsible for managing marketing month to month.
The managing partner may still be making the marketing decisions. An office manager may be fitting marketing between other responsibilities. Or the firm may have reached the point where it needs more marketing capacity but does not want to hire and manage an internal department.
Can we start with a smaller engagement?
Yes. Any of our services can be hired separately. The engagement can grow when the results and the firm’s needs justify it.
How is this different from hiring a marketing agency?
We manage the marketing across the channels in scope and adjust the work based on what the firm needs and what the results show.
Who owns the accounts, the website, and the content?
Your firm does, from day one.
Ad accounts, analytics, the Google Business Profile, the domain, and every page and post we create are registered to and owned by the firm.
How long are the contracts?
We work month to month.
How much does an outsourced marketing department cost?
It depends on which parts of the marketing we are handling and how competitive your market is.
We can give you a price after we understand the services in scope, what your firm already has, and what the work will require.
Will you work with our competitors?
No. We do not work with two law firms competing for the same cases in the same market.
Two firms in the same city may both be clients if they practice different areas of law and are not competing for the same clients.
Do you answer our phones or run our intake?
No. Your staff answers the phones and signs the clients.
We review the calls generated by the marketing, give feedback on how they were handled, and advise on issues that may be affecting conversion, such as consultation fees or missed calls.
Do you replace the people already helping us?
Not necessarily.
If your firm already has a capable assistant, employee, or outside partner doing good work, there is no reason to replace that work just to replace it. We look at what is already in place when the engagement starts, keep what is working, and coordinate it with the rest of the marketing.
See What a Full Marketing Department Could Produce
We will look at what your firm is doing now and what the work would produce in qualified leads and signed cases.